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DESCRIPTIVE PRICE LIST 



JANUARY 1950 



Jot those wko like 'em tall, 
darh 

and 

handsome 



Introduces % 1L 

LYDIAN BOLD CONDENSED 



The deuotees of slimness will welcome this 
distinctiue, dressy design by the well-hnown 
calligraphic artist, Warren Chopped. This 
is not a mere narrowing of popular Lydian 
Bold, but a consistent original conception 
of broad-pen lettering in restricted width, 
with remarhably open counters and uig- 
orous freedom in the curues. Close-set or 
letter-spaced capitals in display sizes up 
to 72-point haue a noble dominance that 
comes as a rich relief from monotone sans 
serifs. Yet in the booh sizes, euen as small 
as the 10-point, readability is unsurpassed 
by any other condensed face. 



American Type Founders 

200 Elmora Auenue, Elizabeth B, New Jersey 




Lydian Bold Condensed is im- 
mediately available from stock 
at all ATF Branches. The new 
companion Italic is now in 
production for later delivery. 



TYPE PRICE LIST 

Prices are subject to change without notice 



Schedule 100O9) . 

PRICE LIST INFORMATION— List 



Orders $ 100 and less than $ 250 5 % 

Orders $ 250 and less than S 500 7V 2 % 

Orders $ 500 and less than SWOO 10 % 

Orders $1000 and less than $1500 12%% 

Orders $1500 and more 15 % 

No quantity discount on order, less than $100. 



Quaul 



> apply oi 






Price of Complete Jol 
'E FONT SCHEMES— Revi 



will b. 



.. all I. 



with 



it the printer 
id figure l's shown for each 

h lines of type 
er the scheme 



lines complete. Pum ints) are packaged wi 

cap and lowercase fm.u I', n ,,l- , ,„„,»a-. hyphens and dolla 
are also included with figures. 



CLASS 1-Faces 


and sizes in most gene 






CLASS 2— Faces 


nd sizes for which the 




ranches. These are av 


CLASS 3— Faces 


and sizes, sales of wh 



s, Small Capitals, Figi 



Fonts of Calenda 
Fonts of Circular 
Handypacks 



olescent Fonts on Pages 45-48 

uts, Imprints, Logotypes, Ornaments 

ss Rule and Accessories 

ss Leads and Slugs 

ss, Copper and Metal Thin Spaces 

ecast Products in Foundry Lines 

IS OF BODY TYPES— To prov 
as bo.lv type', a limited variety of faces ; 
in iu Fonts, weighing approximately 10 or 
hts vary and are not guaranteed. These ar 
:al Price List and are briefly listed below 

Caslon No. 540—10 pt. 

Century Expanded— 8, 10 pt. 

Centurv Oldstvle— 8, 10, 10-2 pt. 



pounds each. Exact 
tailed in the Alpha- 



■edule 10009. 
dWareprintec 



Modern Roman Italic No. 64—6, i 
Roman No. 510—6, 8, 10 pt. 
Roman Italic No. 510-6, 8, 10 pt 
Ronaldson No. 551—6, 8, 10, 12 p 



Jo type is now sold by the pound, either in weight fonts i 
ids, etc* are priced by the font, package or foundry lines. 



ables L, M, N and W facilitt 
x of 6" lines. 

i "m" to the Fot 
o be matched. If 
tactly the sample 





SCRIPT FACES— 18 pt. Typo Script, Typo Scri 




mercial Script are now made on square bodies 






possible, always send sample 


originated by old foundries varied widely. Some 


ndry Order Department when 


"script" spaces, no longer used in modern pra 


natrices are in existence, type 


eliminated and all fonts produced hereafter wi! 


supplied insofar as body, set 


schemes shown in table on Page 44. 






tscarded. Pin marks on most 


TYPEWRITER FONTS— These have been standarc 


owever, ATF will 
i faces as 18 and 24 pt. Wed- 
one body. Type fonts produced 


38) . Typewriter fonts are detailed in Alphabeti 












in foundry lines (see Schedule 10009, Page 41) 



LINING FIGURES— Supplied with all job fonts of type except Caslon 
471 and Caslon Italic 471, Goldy Italic and Goudy Cursive, Piranesi 
and Piranesi Italic, Piranesi Bold and Piranesi Bold Italic. 






es, address Type Merchandising Department 

SPECIAL NICKING AND CUTTING A special charge of 25 cents per 
nick per 6" line will be made on all orders requiring special nicking. 
An additional charge of 10 cent made on any orders 

for cutting type down to special height. 

SPECIAL HEIGHT, Base Height and %-inch Spaces and Quads are cast 
to order in found, j I). Spaces or Quads 

can be shaved down at the Foundry to desired LOWER heights at 



SIZES— 5%, 7. 9, 1 1. 16, 2(1. 22. 54 and 66 point ! 

and Quads are not put up in fonts or packages. These and large 

—84. 96, 108 and 120 

Quads — are supplied in foundry lines only. 



i current allowances for Old Foundry Type and other Old Metals. 
TELEGRAPH CODES 

for Inquiries and Shipping Instructions: 

you ship?^ Reply by letter INQUIRY 



laE?o,ue, 
Ship by Kxprcs 



Important Notice 

When a new font of type is to be laid in the case, first 
pull a proof of it, to identify strange characters and 
to prove any claim for damaged or missing letters. 



Decorative Material 

Inventory production of Typographic Borders 
in fonts and miscellaneous Ornaments and 
Typecuts shown in old specimen books (ex- 
cepting those items listed on Pages 38 and 39 
or in Handypacks) has been temporarily sus- 
pended until a complete revision can be ac- 
complished. The best of our old favorites, 
along with new decorative material, will soon 
be available at more favorable prices made 
possible through quantity production. Most of 
our older typecut designs had to be made on 
hand-operated casting machines and finished 
by hand labor. New matrices to work on auto- 
matic casting machines have to be prepared 
before these are restored to production. This 
work could not be done during the last few 
years when the Foundry was struggling to 
fill one-quarter million back orders for type 
that accumulated during the war and at the 
same time take care of current demands. 

While new matrices and fonting arrange- 
ments are in preparation, the Foundry will 
cast to order from existing matrices any item 
desired, if the customer is willing to accept 
the minimum that can be produced without 
manufacture for stock (a "foundry line" of six 
lineal inches, the standard unit of production) . 
For obvious reasons, it is impracticable to take 
one or two pieces of type from such a line and 
place the rest in stock or discard them. If a 
two-color cut is desired, two foundry lines 
must be made, on two separate casting orders, 
one for each matrix used. Therefore, foundry 
lines cast to special order are not returnable 
for credit. For a fuller description of this serv- 
ice, please turn to Page 41. 

ATF Handypacks 

These make available a wide variety of decor- 
ative Material, carried in stock at all ATF 
Branches. 96 assortments of useful designs, 
foundry-cast in long-wearing, easy-to-use 
Typecuts, are displayed in a separate cata- 
logue now being printed. If you would like a 
copy of the ATF HANDYPACK CATA- 
LOGUE, address your request to Type Mer- 
chandising Department at Elizabeth, or ask 
your ATF Branch or Salesman. 



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Don't forget to order 
SPACES AND QUADS 

New foundry-cast material pay 
itself quickly. Helps to prevent expensive "v 



SCHEDULE 10007 
FONTS OF TYPOGRAPHIC ACCESSORIES 

:s all items of this nature presently offered in fonl 



Spartan Hea 



QUADS (Handypaek No. 104) $2.95 
(see Schedule 10009) 

:andypack No. 102) $2.95 
Type for the Blind) 









S not sold by the piece) 

5T (Handypaek No. 103) $2.95 



.luslihcs. arc spaces used » 



aekaircs of approximate^ o 



nut.i charades-. When old, im_ -. ml -inipl iu-lihcr or ^ typewriter 
>p''''l.,!'«'hic'l,'i' 1 '-liticr- are'required'. 
Example: 1 pkg. 12 pt. Justified. Remington Typewriter No. 2 (297), 
(see Page 589, 1923 ATF Specimen Book) 



rs (see Schedule 10009) 

(Deaf-and-Mute Language Types.) A diagram- 
f the manual alphabet which will aid the work of 



andypack* \os. 100 and 101) 



21, 30, 36, 48. 60 , 



I of 2 point rule with center face. 

» are cast on 12. 18 ami 21 point bodies, in 12, 18. 



ol' one bodv -i/.r. rill, n liras- or Copp-T. WailaWr 
mlanl lio,K si z ,.~: 6, 8, 10. 12. 14, 1H, 21, 30, 36. 42. 



: BLIND (BRAILLE TYPE) 

set. Specimens may be obtained' from the Type Men 
„,.■„!. KluabHh. New Jersey. 



BRASS 


RULE AND 


ACCESSOR 


ES 


ATF DURATIN 


METAL RULE 






Sepa 


ate 


catalog of the 


se Foundry 


Products 


is in prep 


arat 


on, and will b 


ready for 


distributi 


>n in a sho 


twh 


le. 





Matrix Preparation Service 
for Adcuts and Special Typecast Products 



prints, Logotypes or any special letters, figures, etc., requiring the 
preparation of new matrices, there is an extra charge which cor- 
responds to the hull charge <'nciumt< red in oilier industries. 

Sinn- matrices for \TF typecasting machines cannot be used 

.': ■' '■■XV.'-wtLd protected, 
for exclusive use of the cuslumcr »h» i.ai.l lo. them. No castings are 

Due to infinil. atrices, a flat price 

schedule is impractical!!.-, (.cnerallv the charge will be within the 
following range but. if the ni*«n de-in- a fixed quotation, copy 
drawing- should b. >ub -d In llie Koundn Order Department at 





r simple 


nm 


2. Matrix charge for two- or three-letter 1 


gotype o 


3. Matrix charge tor design including tour 




4 ' M tetters harge "" ^^ ^^^ ' C " 




j^^ATK^Mitui'Vu;;!:;::; 









It will he noted that the foregoing schedule imposes no conditions 
dze, would cost $12.50. The maximum charge would be J25.00, unless 



less than 14 po I ID $12.50 to matrix charge on 

initial order. ADD 25 per cent to Table E-l prices for Foundry Lines 



iame as Foundry type — of signatures, trad 
illustrations or similar subjects. 

Adcut matrices which can be reproduced from customers' 

under the condition - stations should not 

without referring details to the Founds Order Department, c 
simple block design, including no more than 30 letters whicl 
at least 5 points fligli v. hen reduced. 
Copy drawings furnished li\ cu-tnn 



cop. drawings must be approved l,v eus icr I'.EFORE matrix en- 

Adcuts may be made for multiple-color printing and will register 
perfectly. Matrices lor each -eeondaiy coin, are priced the same as 

Small Adcut designs for which matrices exist cannot be cast on 

"a* SJJTon normal set width. 

IMPRINT LOGOTYPES— These can be made from any ATF type faces 
listed in the Alphabetical Type Price List, in sizes 36 point and smaller. 
A logotype is any combination of letters, points or figures which can 
be assembled from type and reproduced with an electrotyped matrix. 

ample: Matrix charge for any of the following logotypes (more than 



The Sherwin-Williams Co. 



Type cast from special matrices is now 
sold in foundry lines. For prices see 
Schedule 10009, Table E-l. Minimum or- 
der: one foundry line of any character. 




Examples of Adcuts made by ATF 

GENERAL &) ELECTRIC 



Squibb 



DU PONT 

TONTINE 



WINDOW SHADE CLOTH 



'CCHASE 



SCHEDULE 10009 



Typecast Products (Sorts) in Foundry Lines 



Foundry Line = 432 points. Example: 432 4- 58 = 7 type, 
id use table to find quantity possible 



% ft. 











42 I6V2 


i iS8 


t; 


41 16% 


1 If 4 














", 


39 W 


4 26% 




































































'r 


33 21% 


9 30% 




32 22% 


9 33V°?o36 


























,; 


s gg 


" m i: 














>: 


27 24% 


7 144Vito216 



PRICE LIST — 


TABLE 


E-l 












rin 




] ™ 


-nwowN 




*T 


*\o'£ 


80-159 


laOand 
































































































10059 


5, 


IM 


ISO 


l-jj 




70 


" 




« 










































J0J09 


JO 




140 




M 


« 


60 




w 










































































































































































































J0969 


l'n 


705 




!5o 


«o 


110 


liS 


n 


10 
























Add 25% to 


above pr 


cos " ' 


haract 


rsare 


Mortised 


PRICES 




J FOUNDRY LINES— Any c 


»TOCt 


rthat 


may be 


produced 




















»mer wil 


















ledule. These item 




























faces. 






































ade-mark, emblem 


or othc 


prop 


























BODY 


SI7F 




IS PRICE 


Types c 


a st on 


special 


body, 1 


ne or set, 








as other 










lines'a 






e, for in s t 
rdingly. 


nee, is 


onside 


red 10 


point an 




QUANTITY 




o e ne de G d 


f„Z'r 


es. Different 




ed at one 
the same 








ofthesam 




















„..l.il, 








per In 


















77! 






erves the 






speria/ 




order re- 


























able for c, 
















TY-Foi 


ndry line 


s are 


ast PROMPTLY wh 


en order 






Foundr 












Some t 


srn 


!. 














d o 


■ 


S. Slow 










■l-Mf! 


, makes font 


ng imposs 






d prices. 







Foundry lines cast to order are not returnable for credit. 



SCHEDULE 21000 
TYPE FOUNDRY SPACES AND QUADS 

Precision-Cast in Type Moulds 

I by the pound. Please order by Accurate, clean, undamaged Si 









cnfenf 


nstfwMth"™^ 


ness?s S commo h nl? 
































3% pom 




















pSntTo^rpoi 


if^fnT'contafn 1 




DAM^'mIGHT 


zes are em Quads. 












K ; 


\L e HEIGHT, e B U a 


HCSv 














S P .„-.- , 


Quads can be s 


















































Set WTd 


hs of Spoces an 


Quads in Points 






■_ - - 


- ..J 




















X 


i'2 i'v 


2 2 V4 4% 9 13% 


i 


3 If P i v 


HP 




















42 4 


6 9 11 14 


21 42 


60 6 


8 12 IS 20 


30 60 










eights of Spaces 


and Quads 




















T 2 


JS89 


e—^^ 


;r 


:£ 


II ;|i Si 
































72 


.795 


.853 .875 



COMBINATION PACKAGES — SPACES AND QUADS 



Schedule 21001 • Economy Fonts 
Assorted Spaces and Quads 



Foundry Lines in Economy Fonts 



ASSORTED SPACES OR ASSORTED QUADS 
Schedule 21002 • Assorted Spaces Schedule 21003 • Assorted Q 



SINGLE SETS — PACKAGED SINGLY 

Schedule 21004 
Spaces Thinner Than Em Quad 



ATF DURATIN LEADS AND SLUGS 






Strip Leads and Slugs 



Cut-to-Measure Leads and Slugs 

1 POINT CUT-TO-MEASURE IEADS 

2 AND 6 POINT CUT-TO-MEASURE 

3, 4, 8, 10 AND 12 POINT CUT-TO-MEASURE 

Labor-Saving Leads and Slugs 



QUOTATION QUADS 



Approximate Quantity of Each Letter, According to "A" Schemes, in ATF Job Fonts 



CAPS 3Ato33A Except Typewriter Foe 



LOWERCASE 



When the t combinations are included in fonts the quantity of f is reduced to 



CAPS 34A to 75A 



LOWERCASE 



Supplementary Price List 

Fonts to Be Taken Out of Production 



PACK MY BOX WITH FIVE DOZEN JUGSI DATF ¥V RAY WTTFT FTVI 
Pack my box with five dozen jugs| 1234567890 ^ ALK MY BUX WUH MV ' 

6 P ,3 26A | .« jb W.20 ,o P ,3 22 a 6 ,.2 f |b 3.3, Pack my box with five do 1 123 



PACK MY BOX WITH FIVE D| ^CK " MY BOX WITH FIVE D \ 

Pack my box with five doze 1 123 Pack my box with five dozen jugs\123U 



PACK MY BOX WITH FIVE DOZEN JUGS| AB Cen "" y ° lds,yle Bold " , " i, M ,8 poin ' Cl """" 

Pack my box with five dozen jugs 1 1234567890 1 abed PA. CK MY BOX WITH FI\ 



Pack my box with five d\12 



PACK MY BOX WITH FIVE DOZEN J | ,J, f< \ \fi £JS 8 -' 36p , 3 £ \ §S ?1 16 - 2 ° 
Pack my box with five dozen jugs|1234567 '|-; 2 *| jb fill 9.75 K 1° I ij !b 2.90 is.so 



PACK MY BOX WITHFIV] 

Pack my box with five do\123 ,2 ^ a* j a s il 



ft40T Mr BOX W7TH F/V£ Z)0Z£| 
Pacfe nry feojc wifA five dozen jugs\12 



Above fonts will be discontinued after May 31, 1950 



Fonts to Be Taken Out of Production 



E| PACK MY BOX WITH FIVE DOZE\ 
Pack my box with five dozen jugs\123 



PACK MY BOX WITH FIVE DOZEN JUGS|ABCDEF 
Pack my box with five dozen jugs |1 234567890 |abcdefg 



PACK MY BOX WITH W| 
J Pack my box with fiv|12 



PACK MY BOX WITH FIVE D0ZEN| DellaRobbial41 18point 

Pack my box with five dozen jugs 1 1 234 PACK MY BOX WITH FIV| 
I ,.75 Pack my box with five dozen 1 1 2 3 



PACK MY BOX WITH FIVE DOZEN JUG | D(Viinelk2 . M , Mpoi „ R , M 

Pack my box with five dozen jugs|1234567890 PACK MY BOX WITH FIVE D0Z| 
s $7.10 P " ?Jl ! *:! ib t:l 9.75 Pack my box with five dozen ju|12 



PACK MY BOX WITH FIVE D0ZE| 
Pack my box with five dozen j|12 



PACK MI BOX WITH FIVE DOZEN JDGS|ABCDEPG 
Pack my box with five dozen jugs|l234567 



Above fonts will be discontinued after May 37, 1950 



Fonts to Be Taken Out of Production 



Park My TSax HJttft mxx\ 12 PACK MY BOX WIT| 

! *"* $ I ?! I 11,3 45 Pack my box wit|1 2 



PACK MY BOX WITH FIVE DOZEN JUGSfl 



PACK MT BOX Will 



PACK Mil 



PACK MY BOX WITH FIVE DOZEN J| 
Pack my box with five dozen jugs 1 12345 



PACK mVbOX WITH „. PACKMYBOX WITH FI| 

PACK MY BOX WITH FIVE DO| p ack my box with five |1234 
Pack my box with five doze|12 6pt3 21A s 62lb $2 . 2 „ 3 o P ,3 ^ „ *«* *» 



PACK MY BOX WITH FIVE DOZEN JUG| «-*—« „„** 

Pack my box with five dozen jugs|12 PACK MY BOX WITH FIVE DOZEN| 

6p, K 3 as i %i «si ,2p, k 5£ i is \t %i Pack my box with five dozen j|l23 



Above fonts will be discontinued after May 31, 7950 



Fonts to Be Taken Out of Production 



PACKMy BOX WITH FIVE D| 

Pack my box with five dozen j'ugs|l23 



Latin Antique No. 520-278 8 point liktltel 

PACK MY BOX WITH FIVE DOZEN JUGS|AB 
Pack my box with five dozen jugs|l 234567890 



bVCK IAIA BOX AAUH blAE D0II5 



f as \< fly BoxU/lHi pive Dozen Jug 5 |l23 



bVCK WA B0XMI1H blAE DOSEM nnC2|JS3^ 




bVCK IAIA BOX MIIH blAE DOXEM 11162 .VBCDE 

"« fir«!r " *s f-n ^"mybox with *w 

8p 'k Is. ! Ji §:l $ "° ' '" Pack my box with five doze|12 



bVCK WA BOX MUH tIAE D| Jj^ 

\ydc\L m\ pox mi fp JJA6 qor6 1 15 ^4^ <$*» 2W^* ^ j/i 



QUANTITY FONTS of the following faces and sizes only will be taken out 
of production and no orders dated after May 31, 1950, will be accepted: 



Above fonts will be discontinued after May 31, 1950 



R pmiw Jton a@fi 




Company or personal signatures, trade marks, 
emblems, symbols, designs can be cast in type 
in hard, long-wearing, foundry type metal. These 
are ADCUTS. Combinations of letters, points or 
figures can be set up in any ATF type and cast 
on single-piece bodies. These are LOGOTYPES. 
They may be firm names and addresses, heads on 
office or factory forms, imprints, envelop corner 
cards. They prevent errors on repeated use, re- 
duce costs of composition and assure uniformity. 
ADCUTS and LOGOTYPES can be cast in any 
desired number, and additional castings made any 



time from the same matrices, at less than the cost 
of electrotypes. They print sharp and clean. The 
finest of lines are free from undercutting; count- 
ers are deep. They need no shoulder for tacking; 
can be trimmed flush with the design to exact 
point sizes that line up with type. They are the 
only practical means of dropping snugly into the 
body text company or product names in their 
characteristic styles. 

Send us a sketch and your specifications for a 



American Type Founders 



Type Merchandising Department 



ATF BRANCHES and SALES OFFICES 



ATLANTA 2. Georgia 

Chattanooga 1, Tenness 
New Orleans 12. Louisiar 
Ocala, Florida 


282 Forsyth, S.W. 
=e P. 0. Box 45 
a 606 Common St. ( cor. Camp I 

318 Laurel Street 


BALTIMORE 1. Maryland 
Richmond 19. Virginia 


101-105 W. Pratt Street 
1314-16 East Grace Street 


BOSTON 11. Massachusetts 210 South Street 
Providence 3. Rhode Island 86 Weybosset St., Room 35 




.350 Masten Street 

609 Power Building 

525 Lincoln Bank Building 






Denver 12, Colorado 


4124 Sheridan Boulevard 


CINCINNATI 2, Ohio 
Columbus 15, Ohio 
Indianapolis 2. Indiana 
Louisville 2, Kentucky 
Nashville 3, Tennessee 


424 Commercial Square 

162-68 North Sixth Street 

317 Peoples Bank Building 

136 So. Fourth St., Room 603 

306 Church Street 


CLEVELAND 14, Ohio 


1530 East 19th Street 


DALLAS 1, Texas 


604 So. Akard Street 


DES MOINES 9, Iowa 918 Grand Avenue 

Omaha 2, Nebraska, 14th & Farnam St., 320 WOW Bldg. 


DETROIT 26, Michigan 
Toledo 4, Ohio 


449 West Congress Street 
518 Jefferson Ave.,- Room 510 


KANSAS CITY 6, Missouri 


934 Wyandotte Street 


LOS ANGELES 13, Californi 
Phoenix, Arizona 


a 470 East Third Street 
32 West Madison Street 


MILWAUKEE 2, Wisconsin 


737 Van Buren, N. 


MINNEAPOLIS I, Minnesot; 


j 117 Washington Avenue, N. 


NEW YORK 12, New York 


555 Broadway 


PHILADELPHIA 7, Pennsyl 


vania 13th and Cherry Streets 


PITTSBURGH 22, Pennsylvs 


inia 405 Penn Avenue 


SAN FRANCISCO 2, Califon 
Salt Lake City I. 1 tali 


lia 360 Golden Gate Avenue 
755 West 8th South Street 


SEATTLE 4, Washington 
Spokane 12, Washington 


71 Columbia Street 
4009 North Post Street 


WASHINGTON 5, D. C. 


1224 "H" Street, N.W. 



AMERICAN TYPE FOUNDERS 



200 Elmora Avenue <; 
Elizabeth B, New Jersey « 



I : Kelly Presses, Little Gi 



"